Vikas Jain, Founder and CEO, Acviss Technologies
The global battle against counterfeiting has never been more pressing, with counterfeits infiltrating everything from luxury goods to essential pharmaceuticals. As a founder deeply committed to solving this issue, I believe 2025 will be the year we redefine how brands safeguard their integrity. At Acviss, we’re not just witnessing this transformation—we’re driving it.
Counterfeiting has become a $3 trillion global issue, impacting industries and eroding consumer trust. In 2025, this landscape is becoming increasingly complex, with counterfeiters using advanced methods to exploit gaps in supply chains.
The growing adoption of digital tools and global awareness of authenticity are pushing industries to rethink brand protection. Companies are no longer just reacting—they’re preventing, innovating, and educating stakeholders.
The stakes are higher than ever. Consumers demand transparency, authenticity, and sustainability in every product they purchase. Regulatory bodies, too, are tightening their grip, holding brands accountable for every step of their supply chain. European Union Deforestation Free Regulation (EUDR) is going live this year, making supply chain traceability a mandate to enter the EU markets. Today, the focus is on holistic, proactive solutions. Brands need systems that secure their products, ensure compliance, and adapt to evolving threats in real-time.
The future of brand protection is undeniably tech-driven. With AI and Blockchain taking the lead.
Artificial Intelligence is no longer just a support tool; it’s a game-changer. AI-powered analytics can scan millions of data points to identify counterfeit patterns, enabling brands to act before problems arise. Blockchain’s decentralised nature makes it indispensable. It ensures that every step in a product’s journey is recorded securely and transparently, building unshakeable consumer trust.
Acviss’s Vision for 2025Acviss have always believed that the fight against counterfeiting requires innovation, passion and foresight. Our solutions are designed to protect brands and empower them with tools that integrate seamlessly into their operations. From AI-powered algorithms to blockchain-powered traceability, our approach to brand protection is as dynamic as the challenges we face.
Non-cloneable labels are the cornerstone of Acviss’s offerings. The unique, tamper-proof identifiers enable instant product verification while providing actionable insights for brands. Our non-cloneable labels don’t just fight counterfeiting; they engage consumers. Scanning a label lets customers verify authenticity, learn about the product’s journey and build trust with the brand—all in seconds.
AI-powered authentication is the flagship solution Acviss offers. Through predictive analytics, it identifies vulnerabilities in supply chains, monitors counterfeit trends, and equips brands with actionable insights. The AI-integrated product authentication allows customers to scan and verify the product using multiple layers of security, enabling a safe and secure product shopping experience. From detecting counterfeit hotspots to providing real-time alerts, AI ensures that brand protection is agile, efficient, and future-ready.
Blockchain is more than just a buzzword—it’s a necessity for brands seeking traceability. By integrating blockchain, Acviss ensures that every product’s journey is documented, immutable, and accessible.
Consumers today care about what they buy and where it comes from. They want to know the origin, quality, sustainable practices employed and authenticity of the products they purchase. Blockchain delivers the transparency they expect while providing brands with a robust defence against fraud.
Unlike traditional record-keeping systems that rely on centralised databases, blockchain operates on a decentralised network. This means that no single party can alter or tamper with records, making it a robust defence against counterfeiting and fraud.
Acviss leverages blockchain to create tamper-proof systems that not only safeguard products but also align with regulatory standards. Combining non-cloneable technology with blockchain and AI analytics offers a multi-layered approach to brand protection, ensuring security and transparency at every level.
Understanding that effective brand protection requires a holistic approach, governments, industry leaders, and consumers must work together to create sustainable solutions.
Especially brand protection service providers should start integrating eco-friendly practices into their technologies to align with global sustainability goals. Reducing environmental impact is a priority and we are proving that innovation and sustainability can go hand in hand.
The true test for brand protection in 2025 isn't just about implementing new technologies—it's about fundamentally changing how we think about authenticity in a digital age. As virtual marketplaces grow and the lines between physical and digital products blur, traditional concepts of authentication must evolve. The challenge ahead lies in developing solutions that work seamlessly across both realms while staying ahead of increasingly sophisticated threats.
Organisations that succeed will be those that treat brand protection not as a defensive measure, but as a core driver of innovation and customer value. The winners in this space will be those who can turn the fight against counterfeiting into opportunities for market leadership and customer engagement.
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